Industry
Fashion
ERDOS 1980
Agency
2x4
Role
- Built a set of strategy-led directions across a range of visual intensity; one route advanced to the client pitch
- Refined and finalized the logo mark and pattern, defined brand color palette
- Created core rollout applications: stationery and shopping bag design
Context
With over 40 years of heritage, ERDOS 1980 is a category-defining cashmere brand in China and among the world’s leading cashmere producers. For ERDOS 1980, the refresh needed to stay unmistakably familiar while also signaling a more modern, innovative spirit. The system preserved the iconic Chinese calligraphic “鄂尔多斯” logotype and evolved the brand tone through a palette rooted in Eastern aesthetics, with red expressing cultural confidence and identity, and gold reflecting the brand’s momentum forward.
Challenge
This was a high-visibility evolution, so every change had to be incremental, defensible, and easy to align across stakeholder-heavy, multi-round reviews. The system also needed to remain consistent and production-ready at scale, from core assets to apparel applications and retail façades, where even small inconsistencies would be amplified in a public-facing rollout.
Team
Creative Direction:
Jing Xin, Celine Fu
Graphic Design:
Jing Xin, Yating Liu, Xiaoyu Ma, Yankai Jim
Environmental Graphics:
Jing Li